Verve, a media platform focused on emerging channels, and Audigent, a part of Experian and a data activation, curation and identity platform, announced a collaboration that utilises both companies’ proprietary probabilistic targeting technology to improve targeting in ID-less environments.

The result is that brands can now use Audigent’s curation solutions to reach Verve’s global audience of 2.5 billion users. This provides privacy-safe, curated probabilistic targeting across channels like connected TV (CTV), in-app advertising, and audio.

According to recent Pixalate reports, Verve is the leading mobile app SSP in North America, ranked #1 across both the Apple App Store and Google Play Store. On iOS, Verve commands a dominant 36 per cent market share—more than seven times the next closest competitor. The company also holds the top spot in Android app traffic in both the US and Canada. In Connected TV, Verve is emerging as a category leader in Supply Path Optimisation, driven by direct integrations with publishers and broadcasters.

Both companies have been pioneers in data privacy and cookieless identity solutions. Verve’s patented ATOM ID-less technology uses first-party on-device signals paired with advanced contextual and demographic modeling to build actionable audience profiles without traditional IDs. Audigent’s HadronID has consistently been one of the leading cookieless-ID solutions.

“As signal loss within the digital ecosystem continues, it is becoming increasingly difficult for advertisers to reach a growing portion of audiences, particularly on the mobile devices and connected televisions where they’re spending most of their media time,” said Morgan Jetto, Verve’s SVP & GM of Marketplace. “At Verve, we’re committed to connecting brands with consumers. Audigent shares this vision of a privacy-first advertising landscape where brands can still engage people in relevant ways, and together we’re building a better media ecosystem for everyone.”

Audigent’s supply-side data activation powers its multi-publisher private marketplace (PMP) solutions: SmartPMPs, ContextualPMPs, and CognitivePMPs. These private marketplaces enable advertisers to engage specific audiences at scale. Now, in collaboration with Verve, Audigent can extend these capabilities to a broader range of environments including those in which cookies may not be available or underserved screens such as mobile.

“Advertisers are demanding innovative ways to reach critical consumer segments without compromising data ethics,” said Greg Williams, SVP Partner Success, Audigent. “By joining forces with Verve, we’re enabling brands to engage ID-less audiences across mobile and CTV—while delivering the scale, relevance, and performance they expect.”

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Categories: Press Releases

Tags: CTV, Verve